Half of UK ad spend forecast to be through mobile and desktop by 2016 predicts ZenithOptimedia

Concerns about the sustainability of recovery have not hampered the positive outlook for advertising spend this year, with FMCG, finance and auto markets all active despite being exposed to consumer confidence.

Next year will continue to see ‘healthy’ growth in the UK, at a rate of 5.5 per cent, it was forecast, and of 4.6 per cent in 2016. Desktop ad spend is likely to grow by only 4 per cent in contrast, with desktop display growth at 15 per cent this year, while programmatic, which represents around 17 per cent of that spend, is forecast to increase by 30 per cent by 2016.

Mobile and desktop advertising is expected to attract 44 per cent of all UK advertising spend this year, growing to half by 2016.

Mobile advertising spend is forecast to increase by 68 per cent this year, to £1.3bn, with it expected to contribute 94 per cent of the £2,160m growth in spend in the UK between 2013 and 2016.

“The UK has the most developed internet advertising market in the world, and so is well placed to take advantage of the opportunities created by the mobile revolution. But the spectacle and drama of the televised World Cup should remind us of the continued power of traditional media,” said Mark Howley, group managing director of ZenithOptimedia UK.

However, the forecast across Europe is less positive, with France predicted to grow by 0.3 per cent, Germany by 1.5 per cent, Spain by 1.8 per cent and Italy to decline by 2.9 per cent.